Creative Brief

Background

American Express (AMEX) is introducing Spot — a new platform for creators where they can create their own marketplace and storefront to sell directly to their followers right inside of TikTok.

Fashion and beauty influencers specifically often struggle with finding the best monetization solutions, and often rely on multiple affiliate links from different brands which makes it confusing for followers to purchase featured products. Spot removes this friction, and makes earning easy for influencers by allowing them to make their own “spot.”

Objective/Desired Result

  • To make Spot the leading choice for fashion and beauty creators when it comes to monetizing their TikTok bio.

  • To create awareness for Spot during its initial launch

Target Audience

  • Gen Z influencers on TikTok ages 18-30 that are specifically known for fashion and beauty content

  • Influencers known for product hauls, tutorials, skincare routines, try-ons, and other related content.

  • Influencers that tend to have highly engaged audiences that often buy recommended products.

Supporting Rationale (Why is this ad needed)

  • American Express has over 175 years of history, which has made them a trusted name in banking and consumer lending.

  • Despite its history, AMEX must stay relevant with younger generations by influencing those that influence the next generation — the new wave of social media creators. This will help them push their next payment technologies, and existing consumer lending services.

  • This ad will raise awareness for AMEX’s new “Spot” product, and inspire new sign-ups of beauty and fashion influencers on the platform.

  • Beauty and fashion influencers tend to have the highest follower conversion rate, which turns followers into buyers, which makes it a profitable and high-impact group that can be targeted with this ad.

The Brief

Tagline: Where big ideas turn into sales.

Spot is your exclusive corner of TikTok where big ideas turn into sales.

In the hectic world of TikTok, it’s truly difficult to find yourself. As a creator, you need to follow trends, do the next TikTok dance, or the next brand collaboration — constantly being pushed around by others to do the “next thing.”

But what if you could build something that’s truly yours?

Spot by AMEX is your little spot on TikTok where you can truly be yourself. Turn your biggest ideas into instant sales.

Deployment

This ad will appear as a vertical 9:16 ratio, 30s video ad on TikTok, meeting creators in their own digital playground.

The ad will appear in geo-targeted zones where fashion and beauty influencers live in Los Angeles, particularly in neighborhoods like Santa Monica, West Hollywood, Downtown LA, and the Arts District.